21-07-2025
MENA's Gen Z unfiltered: AI reveals all
'The future is not about artificial intelligence versus humans. It's about artificial intelligence with humans,' Garry Kasparov.
One of the most elusive and misunderstood groups of consumers today is Gen Z. To truly understand them, we must move beyond preconceived notions. With AI-powered research, we can uncover insights that challenge these perceptions.
Often labelled as 'entitled and lazy,' MENA's GenZ are more accurately hard-working, just in a different way. Other generations can criticise them for being 'overly woke'; however, more correctly, they're vocal about social justice. They're also characterised as having 'frayed identities'. The reality is they are a globally connected, locally rooted generation.
These stereotypes, and misunderstanding of GenZ, could lead to marketing mishaps. Many brands fail to connect with this important audience, but by leveraging AI we can get closer to understanding them, we can simulate more members of the GenZ cohort, challenge existing beliefs and uncover their silent needs.
Using our proprietary AI solution, WPP Open's Creative Studio, I engaged with three distinct MENA-representative Gen Z AI agents trained on diverse global and regional data sources, to uncover their real emotions and unearth their top three deepest thoughts.
1. Gen Z live in a pressure cooker of expectations; and are truly the 'hustle-to-fire' generation
Gen Z face immense pressure to succeed, balancing a hyper-competitive environment with opportunities fueled by ambitious regional visions such as Saudi 2030, Dubai 2030 among many others.
Having witnessed previous generations succumb to corporate burnout, they prioritise innovation, entrepreneurship, and early retirement over traditional long-term employment, actively seeking alternative routes to success. Brands offering tools or programs for real skill development, creative transformation, and career growth will stand out, giving them hope amidst the pressure.
Finding brands that effectively empower Gen Z was surprisingly difficult, but two examples stood out. L'Oréal and PlayStation have been actively empowering Gen Z in the MENA region by transforming them from passive consumers into active co-creators. L'Oréal's Skin Summit in Saudi Arabia provided expert-led masterclasses, cutting-edge scientific knowledge, and access to industry leaders and platforms to over 400 content creators, helping them produce credible, science-backed beauty content. They answered Gen Z's demand for authentic information and strengthened brand perception through genuine, educational content.
Similarly, Sony PlayStation MENA's Hero Project provides emerging game developers with mentorship, funding, and access to Sony Entertainment's resources, enabling them to bring their creative visions to life, receive global recognition and a clear pathway to success in the gaming industry.
Both initiatives are exemplary examples of how brands can invest in Gen Z's ideas, skills, and future, and provide real opportunities for impact.
Small to medium brands should also consider how they can support this generation. Even the simplest ideas, such as weekly tips on social media, or competitions with useful giveaways, will demonstrate to your Gen Z audience that you're invested in their future and their success. Partnering with online training platforms or offering prizes like courses, internships, or branded workshops will resonate. Even better? Provide the means and tools for them to launch their own businesses and pursue early retirement.
2. Gen Z are yearning for recognition beyond
The world has opened up to Gen Z, and they recognise their potential as more than local or regional innovators and creators. They'll likely notice brands that give them a platform to showcase their talents or skill sets to the world.
Don't just go with the popular platforms such as Arabs Got Talent or Coke Studio. Creatively tap into their unique potential as YouTubers, AI prompters, NFT creators, virtual world designers, voice actors, and digital nomads. These are the spaces where Gen Z's future is being built and they're eager to show their talents.
Even a very small, emerging business could run an AI prompting contest, encouraging Gen Z to create content related to their brand or product. Not only do these contests empower Gen Z's individual journeys with tangible, recognisable portfolio pieces, they also help smaller brands extend their own reach in the process.
3. They're trading doom scrolling for nostalgia
Gen Z's connection to the past isn't just about retro trends; it's a coping mechanism. Faced with heightened anxiety and a growing awareness of mental health challenges, they seek refuge in nostalgia. This yearning for simpler times provides a sense of grounding and well-being in a world that often feels overwhelming.
As a generation, they are also navigating a complex mental health landscape. While mental health issues are increasingly being destigmatised and recognised, there is still a lot to be done to educate other generations on how to support them.
In the MENA region, Gen Z reporting mental health conditions is 1.8x the global average, rising 12 per cent in the last three years (GWI, 2025). These figures underscore the need for more support in the region, something brands should consider in their strategies if they want to understand and connect with their Gen Z audiences.
By genuinely promoting mental health awareness and well-being and tapping into the emotionally comforting power of nostalgia, brands can create rapport, relevance and foster loyalty value among Gen Z.
AI can help uncover hidden truths about Gen Z; validating or challenging assumptions to provide actionable guidance for marketers to work from. However, it is important to exercise caution. AI relies on the existing data it has been trained on, and real-world research. It is crucial to verify data and understand context.
To truly connect with the multifaceted MENA Gen Z, brands must move beyond outdated stereotypes and listen to the truths AI can uncover. This synthesis of artificial intelligence and human creativity is what builds brands that don't just market to this generation but truly matter to them.
By Kim Mascarenhas, Head of Intelligence MENA, WPP Media.
